Desjardins New Flagship

A modern interactive piece
of art for Desjardins

MASSIVart Installations

Art direction

Retail Activation - Space Design - Curation

The Project

Desjardins came to MASSIVart to complete the magnificent architecture work of Aedificaon to commission art pieces for their newly reimagined downtown Montreal flagship location. The result unveiled a captivating masterpiece by Daniel Iregui called “RIVER,” the first permanent work by the world-renowned digital artist.

Working in collaboration with Igotcha Media to integrate content onto oversized digital screens, “RIVER” is an 11-meter long installation of LED lights with randomly generated visuals where the work changes in response to the season, day of the week, ambient noise and traffic. Two other works accompany this featured piece including a volumetric work and a large-format print under glass.

Visible from various vantage points in the area, brightening the days – and nights – of pedestrians on one of Montreal’s busiest intersections, the newly refurbished Desjardin space, where innovative technology provides the backdrop for a unique member/client experience, was the perfect place for a modern interactive piece of art.

Photo credits: Stéphane Brügger

"The corner of St. Catherine and Peel Streets, in the heart of the city, has just changed. For the visual signature of its new service center opened in May, Desjardins Group decided to rely on art. Under the guidance of the agency MASSIVart, the choice fell on the artist Daniel Iregui, who was commissioned a digital and luminous work."

"Montreal visual artist Daniel Iregui has just inaugurated his first permanent digital art work in downtown Montreal, following an order from a Desjardins service center. It is a luminous installation of 11 m long which is a river and operates 24 hours a day."